A Buying Journey<\/h3>\n
While each task is important and nuanced, let’s focus this article on knowing the customers \u2014 their journeys<\/a> from consideration to post-purchase.<\/p>\n A few models help us understand how a consumer becomes familiar with a brand or product and eventually makes a purchase. One that works well for content mapping is McKinsey & Company’s Customer Decision Journey<\/a> framework, which has four buying phases.<\/p>\n A merchant’s marketing team should interview customers and prospects to understand what motivated them at each phase. The goal is identifying what content would help move the shopper toward an eventual purchase.<\/p>\n A content map requires understanding the particulars of a buyer’s journey, such as why someone who moved to Arizona from Mississippi might need skin cream.<\/p><\/div>\n Consider a practical example. Margo moved from humid and moist Mississippi to arid Arizona because of a new job.<\/p>\n She soon noticed that her elbows, heels, and knuckles had dried out, cracked, and started to itch. The water-based lotion she had used for decades did nothing to help. She needed something better. Margo has entered the initial consideration<\/em> phase.<\/p>\n Margo searches Google as she actively evaluates<\/em> her dry skin options. She learns that creams have relatively more oil than lotions and thus work better in arid climates.<\/p>\n During the active evaluation phase, Margo found a video demonstrating how lotion dried out a chamois cloth. The video was brilliant content marketing from a direct-to-consumer cream brand. Margo enters the closure<\/em> phase and is ready to purchase from the shop that produced the helpful video.<\/p>\n When the new tub of cream arrives, Margo experiences its regenerative capabilities. She is in the post-purchase<\/em> phase. The cream met her expectations. She will likely purchase from that shop again and be open to additional recommendations.<\/p>\n Armed with an example, a content marketer can compare and associate the value of the company’s products, its existing content, and what motivated the shopper at each phase<\/a>.<\/p>\n The marketer will identify and fill content gaps and develop a comprehensive story that engages a shopper like Margo throughout her buying journey. This is content mapping.<\/p>\n The specifics of how a marketing team executes the content map will differ<\/a> from one merchant to another. Nonetheless, there is a common structure.<\/p>\n Let’s continue the example of a business selling skin creams and use Margo’s story to represent customers with similar motivations.<\/p>\n\n\n
![\"AI-generated](\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2024\/07\/071324-margo-in-arizona-570x380.jpg\" "\\"AI-generated")
Content Mapping<\/h3>\n
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\n\t \nPhase<\/th> Margo\u2019s Motivation<\/th> Merchant\u2019s Marketing Objective<\/th> Types of Content<\/th>\n<\/tr>\n<\/thead>\n \n\t Initial consideration<\/td> Find a solution for her dry, cracked, and itchy skin<\/td> Increase brand awareness, educate potential customers<\/td> Blog posts about life in Arizona and dry skin solutions, social media posts, infographics<\/td>\n<\/tr>\n \n\t Active evaluation<\/td> Learn about effective alternatives to water-based lotions<\/td> Provide detailed information, address customer queries<\/td> Comparison guides, video demonstrations (e.g., chamois cloth), customer testimonials<\/td>\n<\/tr>\n \n\t Closure<\/td> Purchase a cream that works better than her current lotion<\/td> Facilitate purchase process, reassure about product quality<\/td> Product pages with reviews, FAQs, secure checkout process, discount offers<\/td>\n<\/tr>\n \n\t Post-purchase<\/td> Ensure the cream delivers on its promise, consider repeat purchases<\/td> Enhance customer satisfaction, encourage repeat purchases<\/td> Follow-up emails with tips, loyalty program offers, how-to guides, feedback surveys<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\n Initial consideration<\/h4>\n
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Active evaluation<\/h4>\n